A series of monthly promotional e-mails were created to drive traffic to the Experience PA network of web sites in order to encourage tourism. The April e-mail focused on spring events and packages and discounts from the State of PA. In developing the emails, efforts are centralised on the balance between great visuals versus speed of access; depth of functionality versus simplicity; and adaptation of content to suit emerging trends. In all three cases, the emphasis was placed on minimizing the compromise and maintaining a higher end online experience. The emails encouraged their audience to travel and explore the many experiences of Pennsylvania. Additioally, the enhanced digital delivery of this message helps to underscore the sophistication of Pennsylvania's technology capabilities and enhances its economic image. The emails are sent to the registered users of the Experience PA website. The varied web visitors of Experience PA all have one thing in common - they are potential visitors to Pennsylvania. This target group consists largely of mothers and family decision-makers.